
OPEN LETTER
OCTOBER 2025
Stop the EU’s ban on common sense “meaty” words for plant-based products
Supported by
400+ organisations
from 22 countries
What is happening?
This July, the European Commission put forward a deeply worrying proposal to forbid the use of 29 meat-related terms—like beef, chicken, bacon, ribs, and breast—from being used on plant-based food product labels. The proposed new regulation also defines “meat” exclusively as “the edible parts of an animal.”
This now even extends to terms like burger and sausage since an amendment, proposed by the European Parliament, was recently approved.
According to the Commission, the proposal aims to “enhance consumer transparency” and “preserve the cultural and historical significance of meat terminology.”
And it’s not just meat alternatives in the crosshairs. There are also discussions on possible restrictions to fish alternatives and further restrictions to dairy alternatives, that are already legally forbidden to use terms such as “milk” or “yogurt”.
This move is likely to slow the transition to healthier and more sustainable plant-centered diets.
This move also ignores a ruling from the European Court of Justice stating that current legislation is already sufficient to protect consumers.
The European Parliament rejected similar bans in 2020, affirming that consumers aren’t confused or misled by terms like “veggie burger”, and even the European Commission stated on several occasions that we already have enough regulation on this subject.
So why is this ban back on the table?
What’s at stake?
🔍 Consumer confusion isn’t the issue
Surveys—like one from the European Consumer Organisation—show that up to 80% of consumers do not object to the use of familiar terms (e.g., burger, sausage) for plant-based products when clearly labeled. Consumers’ choices are intentional, not accidental when buying these products. In fact, data shows that the use of new names could cause more confusion.
❌ Economic harm to a booming sector and farmers
Europe leads the global plant-based meat market (€2.7 billion in 2024). This sector promises long-term opportunities for farmers who produce the raw materials, and more choice for consumers, yet the ban would force costly rebranding and slow adoption.
📑 More EU bureaucracy and red tape
The proposal adds barriers that restrict competitiveness and innovation, rather than supporting growth. We fully support protecting and informing consumers - however, there is no confusion over plant-based products.
🌱 A setback for sustainability
Plant-based foods are crucial to achieving EU climate, health, animal welfare and food security goals. This ban undermines progress and weakens Europe’s food transition.
We call on the European Commission, Parliament, and Council to:
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Immediately withdraw this proposed ban on 29 meat-related terms for plant-based products, including the European Parliament amendment including the terms ‘burger’ and ‘sausage’ and ensure further restrictions for any plant-based alternatives are halted.
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Uphold legal precedents (European Court of Justice, European Parliament) that safeguard transparent, consumer-friendly labeling.
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Support innovation and sustainability by promoting a level-playing field, clearly labeled plant-based options that empower consumer choice and accelerate climate-friendly and healthy food.
ORGANISATIONS IN SUPPORT
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